American Journal of Humanities and Social Sciences Research (AJHSSR) 2021

American Journal of Humanities and Social Sciences Research (AJHSSR) e-ISSN :2378-703X Volume-5, Issue-1, pp-416-424 www.ajhssr.com Research Paper Open Access

Influence of Muslim-Friendly Facilities, Prices, and Locations On Decisions to Stay At Three And Four-Star Hotels In City

Ali Akbar Hidayat1*, Muaidy Yasin2, Akhmad Jufri3 1,2,3 Faculty Of Economic and Business, Mataram University (Unram), Lombok, .

ABSTRACT: This study aims to analyze the effect of Muslim-friendly facilities, price, and location on the decision to stay at a hotel in the city of Mataram. The sampling method was a purposive sampling technique with a sample size of 40 respondents, while in data collection using a questionnaire distributed to respondents who had stayed at three and four-star hotels in the city of Mataram. The data analysis technique used in this research is Structural Equation Modelling-Partial Least Square. The results of this study indicate that the Muslim-friendly facilities variable has a positive but insignificant effect on the decision to stay at a hotel in the city of Mataram. Meanwhile, the price has a negative but not significant effect on the decision to stay at a hotel in the city of Mataram. Meanwhile, the location has a positive and significant effect on the decision to stay at a hotel in Mataram city. While the magnitude of the influence of the Muslim-friendly facilities, price, and location variables on the decision to stay at three and four-star hotels in Mataram city was 42.7 percent. KEYWORDS: Muslim-Friendly Facilities; Price; Location; Decision to Stay.

I. INTRODUCTION Tourism is one of the crucial sectors for foreign exchange earnings (Ramadhany and Ridwan, 2018). According to data from the Ministry of Tourism, in 2014, the amount of foreign exchange earned was US$ 12.2 billion. This figure continues to increase every year. It explained that in 2019, the country received a foreign exchange of US$ 17.6 billion (katadata.com). Realizing the importance of the tourism sector, the Indonesian government is very active in developing other tourism potentials. One of them is the sector to expand sharia tourism. The Indonesian Ministry of Tourism has prepared ten provinces that are the best destinations for Indonesian sharia tourism, namely Aceh Province, Riau Islands, West Sumatra, DKI , West Java, Central Java, , East Java, South Sulawesi, and West Nusa Tenggara.

West Nusa Tenggara, especially Lombok Island, was awarded the world's best halal tourism destination, and the world's best halal honeymoon destination in 2015 (Hidayatullah.com). Then in 2016, get back received an award as the world’s best halal honeymoon destination, Novotel Lombok Resort & Villas as the world's best halal beach resort (suarantb.com). The Indonesian Muslim Travel Index (IMTI) is named Lombok as the best halal tourism destination in Indonesia in 2019 (gatra.com).

The city of Mataram is the capital of Province West Nusa Tenggara, is a meeting place at regional, national, and international scales, so that the number of hotels in Mataram is more than in other areas on the island of Lombok. Based on data from the Central Statistics Agency for the city of Mataram in 2018, the number of hotels in Mataram city was 138 hotels with 4,409 rooms. As for the 138 hotels, there are 27 three and four- star hotels with 2,339 rooms (BPS Kota Mataram).

The facilities of a hotel are one of the main factors for a person in choosing a hotel (Hartini, 2017). Realizing the importance of the facility factor as a basis for consumers to decide to stay, the hotel expanded its marketing reach by developing Muslim-friendly facilities. there is following the label of The Lombok island, especially the city of Mataram is the world's best halal tourism destination. This predicate encourages hotels in the city of Mataram to provide Muslim-friendly facilities. In general, hotels in Mataram city do not change the appearance of their hotels, but rather complement existing facilities to be more friendly to Muslim visitors. According to Rahardi and Wiliasih (2016), what is meant by Muslim-friendly facilities include prayer directions, providing only halal food and drinks, hotel prayer rooms, Al-Quran, and complete prayer equipment in each hotel room. Furthermore, according to Zamani and Henderson (2010), Muslim friendly facilities are defined as AJHSSR Journal P a g e | 416 American Journal of Humanities and Social Sciences Research (AJHSSR) 2021 all types of services and facilities offered to meet the needs of Muslim tourists and must be halal and following sharia regulations.

Muslim-friendly facilities are not only provided by sharia hotels, but conventional hotels also offer similar facilities. There is because facilities are only one of the factors that affect the decision to stay. There are several other factors, including the price offered and the location of the hotel. Price is an amount of money that has an exchange rate for obtaining profit from owning or using a product or service. Price is a flexible marketing mix in which a cost will be stable within a certain period, but in an instant, the price can increase or decrease in sales revenue (Kotler and Keller, 2009). Price is a factor that causes someone to choose to stay at a hotel (Annishia and Prastiyo, 2019). Meanwhile, Kavanillah and Ridlwan (2018) state that price does not affect the decision to stay.

Apart from price, location is also an essential factor for somebody to stay at a hotel (Kara et al, 2018). Meanwhile, Huda et al. (2018) stated that location does not affect the decision to stay. Confer to Alma (2003), the place is where a company operates or carries out activities to produce goods and services that are important to the economic side. Sumarni and Soeprihanto (2014) stated that the company location is the place where the company carries out its daily activities. The majority of hotel users are those who come from outside the area who are having business around the hotel, either for tourist, business purposes, or as a temporary transit point to continue their journey. Therefore, the strategic location of the hotel will make it easier for consumers to get access to the hotel. The proximity of the hotel to several tourist destinations or public facilities will be value- added for the company.

In addition, the aim of this study is to analyze the influence of being Muslim-friendly facilities, price, and location decisions on stay at three and four-star hotels in the city of Mataram. Meanwhile, the benefit of this research is to contribute information and reference material for hotel management in Mataram city in hotel management, and contribution to the development of science to be a reference for further research.

II. LITERATUR REVIEW Muslim-Friendly Facilities Several references refer to this tourism concept as Islamic tourism, sharia tourism, halal travel, halal- friendly tourism destination, Muslim-friendly travel destinations, halal lifestyle, or others. Halal tourism is a relatively new concept in the tourism industry, which means it offers tour packages and destinations specially designed to serve Muslim needs. Halal tourism can split into three points: implementation hotels, restaurants offering halal food, and daily prayer times (Takumi in Hariani et al, 2017).

The growth in Muslim tourist market is driving a huge potential of the Muslim-friendly facilities (Crescentratings, 2018). The growing interest in Muslim travel has captured both practitioners and researchers to develop and market Muslim friendly facilities based on Sharia law (Battour and Ismail, 2015). Muslim tourists are becoming more concerned about Muslim friendly facilities especially when they are travelling away from their own country (Battour, Ismail and Battor, 2011). With regard to this, Zamani and Henderson (2010) stated that Muslim friendly facilities are referring to the characteristics of Islamic norms and values being practices at the destination. In addition, Muslim friendly facilities can be defined as any type of services and facilities offered, to fulfil the Muslim tourists needs and that must be halal and compliant with sharia regulations. For example, Muslim friendly services and facilities must consist of halal dining options, easy to access to prayer locations, airport services and facilities, and accommodation options (Global Muslim Lifestyle Tourism Market, 2016).

Price Price is an amount of money that has an exchange rate for obtaining profit from owning or using a product or service. Price is a flexible marketing mix in which a cost will be stable within a certain period, but in an instant, the price can increase or decrease in sales revenue (Kotler and Keller, 2009: 24). According to Lupiyoadi (2013: 95), the pricing strategy is very significant in providing value to consumers and influencing product image and consumer decisions to buy. Pricing is also related to revenue and contributes to the demand for marketing channels. Pricing decisions must be consistent with the overall marketing strategy.

Location Location means relating to where the company must be headquartered and carry out its operations or activities (Lupiyoadi, 2013: 96). Distribution decisions concern the ease of access to services for potential customers. These decisions include physical location decisions, decisions regarding the use of intermediaries to AJHSSR Journal P a g e | 417 American Journal of Humanities and Social Sciences Research (AJHSSR) 2021 improve service accessibility for customers, and non-location decisions made for service availability (Tjiptono, 2014). Meanwhile, Sumarni and Soeprihanto (2014) stated that the company location is the place where the company carries out its daily activities. The majority of hotel users are those who come from outside the area who are having business around the hotel, either for tourist, business purposes, or as a temporary transit point to continue their journey. Therefore, the strategic location of the hotel will make it easier for consumers to get access to the hotel. The proximity of the hotel to several tourist destinations or public facilities will be value- added for the company.

Decisions to Stay According to Kotler and Armstrong (2001: 226), the purchase decision is a stage in the buyer's decision- making process where consumers buy. Purchasing decision making is an individual activity that is directly involved in obtaining and using the goods offered. The purchase decision process model consists of five stages, namely: introduction of needs, search for information, evaluation of alternatives, purchasing decisions, post- purchase behavior (Kotler and Keller, 2009: 208). This purchasing decision process can be described as follows:

Alternative Need Introduction Information Search Evaluation

Post Purchase Behavior Purchase Decision

III. METHOD Based on the title and research objectives, the researchers conducted research using quantitative research types. The relationship used in this study is causal, namely a causal relationship, where there are exogenous (free) variables, namely variables that affect endogenous (dependent) variables, namely variables that are influenced (Sugiyono, 2013). This study is to find the effect of the independent variable (X) on the dependent variable (Y). This research was conducted to determine the effect of Muslim-friendly facilities (X1), price (X2), and location (X3) on the decision to stay (Y). In this study, the data collection technique used was to distribute questionnaires to respondents. Meanwhile, the data sources of this study are primary data and secondary data. The data analysis technique used the Structural Equation Model Partial Least Square (SEM-PLS). The measurement model is carried out with the outer model, inner model, and hypothesis testing.

1. Selection Criteria In this study, the samples used were Muslims who had stayed at three and four-star hotels in the city of Mataram at least once.

2. Data Source and Participants A total of 40 respondents became respondents in this study. Respondents are people who have stayed at three and four-star hotels in Mataram city. This research was conducted from August, 15th 2020 to October, 15th 2020.

IV. FINDINGS Outer Model Evaluation of the Outer Model is done through 3 criteria, namely convergent validity, discriminant validity and composite reliability. The following are the results of data processing:

Convergent validity Convergent validity means the extent to which an indicator is positively correlated with the underlying latent variables (Hair, Hult, Ringle & Sarstedt, 2017: 102). Sholihin and Ratmono (2013: 66) explain that in some cases, there quirements factor loading above 0.70 are often not fulfilled, especially for newly developed questionnaires. Therefore, the loading factor between 0.40 - 0.70 must be considered to be maintained. Furthermore, it was also explained that indicators with a loading factor <0.40 were removed from the model. AJHSSR Journal P a g e | 418 American Journal of Humanities and Social Sciences Research (AJHSSR) 2021

Removal of indicators with loading between 0.40 - 0.70 is done if the indicator can increase AVE and composite reliability above the limit value. The limitation value for AVE is 0.50 and Composite reliability is 0.50.

Table 1 Convergent Validity Value Indicators X1 X2 X3 Y Description X1.1 0,739 Meets convergent validity X1.2 0,804 Meets convergent validity X1.3 0,799 Meets convergent validity X1.4 -0,103 Not meets convergent validity X1.5 0,813 Meets convergent validity X2.1 0,896 Meets convergent validity X2.2 0,907 Meets convergent validity X2.3 0,686 Meets convergent validity X3.1 0,796 Meets convergent validity X3.2 0,695 Meets convergent validity X3.3 0,830 Meets convergent validity X3.4 0,847 Meets convergent validity X3.5 0,679 Meets convergent validity Y1 0,534 Meets convergent validity Y2 0,750 Meets convergent validity Y3 0,620 Meets convergent validity Y4 0,752 Meets convergent validity Y5 0,791 Meets convergent validity Source: SmartPLS 3.0 Output Based on the results of data processing with software, it was smartPLS 3.0 found that the value of outer loading was seventeen indicators, the value was above 0.4 - 0.7. This means that seventeen indicators are valid. Meanwhile, one other indicator does not meet the stipulated requirements. However, removing one indicator cannot increase the Average Variance Extracted (AVE) value, so that two indicators are removed, namely X1.4 and Y1. Once removed then re-test the convergent validity with the following results:

Table 2 Convergent Validity Value Indicators X1 X2 X3 Y Description X1.1 0,734 Meets convergent validity X1.2 0,813 Meets convergent validity X1.3 0,802 Meets convergent validity X1.5 0,814 Meets convergent validity X2.1 0,908 Meets convergent validity X2.2 0,906 Meets convergent validity X2.3 0,666 Meets convergent validity X3.1 0,798 Meets convergent validity X3.2 0,702 Meets convergent validity X3.3 0,825 Meets convergent validity X3.4 0,850 Meets convergent validity X3.5 0,671 Meets convergent validity Y2 0,663 Meets convergent validity Y3 0,696 Meets convergent validity Y4 0,808 Meets convergent validity Y5 0,860 Meets convergent validity Source: SmartPLS 3.0 Output Based on Table 2, the value outer loading of each of the indicators above is in accordance with the convergent validity value, namely 0.4 - 0.7. So it can be said that all indicators in Table 2 are declared valid. In other words, convergent validity is met.

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Another measure of convergent validity is to look at the AVE (Average Variance Extracted) value. Sholihin and Ratmono (2013: 73) state that AVE (Average Variance Extracted) is also used to evaluate convergent validity, the criteria that must be met are the AVE value >0.50. Following are the AVE results for each construct which can be seen in the table below: Table 3 Average Variance Extracted (AVE) Value Average Variance Extracted (AVE) Laten Variables Value AVE Criteria Description Muslim Firendly Facilities 0,626 > 0.50 Meets convergent validity Place 0,696 > 0.50 Meets convergent validity Location 0,597 > 0.50 Meets convergent validity Decision to Stay 0,579 > 0.50 Meets convergent validity Source: SmartPLS 3.0 Output Based on Table 3, decision to stay with a value of 0.579 > 0.50, Muslim-friendly facilities with a value of 0.626 has also met a value of more than 0.50, the price has a value of 0.696, is greater than 0.50, and the location has a value of 0.597 greater than 0.50. In conclusion, all variables have met the criteria for convergent validity.

Discriminant Validity Discriminant validity rated of cross loading measurements with the construct. It can be seen by looking at the loading latent construct, which will predict the indicator better than other constructs. If the construct correlation with the measurement point (each indicator) is greater than the other construct measures, the discriminant validity is fulfilled. Presented the following output cross loading for discriminant validity in Table 4: Table 4 Output Cross Loading for Discriminant Validity Variabel X1 X2 X3 Y Keterangan X1.1 0,734 0,242 0,251 0,367 Meets discriminant validity X1.2 0,813 0,162 0,182 0,258 Meets discriminant validity X1.3 0,802 0,281 0,244 0,338 Meets discriminant validity X1.5 0,814 0,191 0,157 0,429 Meets discriminant validity X2.1 0,206 0,908 0,401 0,308 Meets discriminant validity X2.2 0,255 0,906 0,458 0,295 Meets discriminant validity X2.3 0,282 0,666 0,370 0,153 Meets discriminant validity X3.1 0,007 0,331 0,798 0,438 Meets discriminant validity X3.2 0,031 0,373 0,702 0,419 Meets discriminant validity X3.3 0,268 0,380 0,825 0,335 Meets discriminant validity X3.4 0,251 0,255 0,850 0,546 Meets discriminant validity X3.5 0,465 0,578 0,671 0,418 Meets discriminant validity Y2 0,055 0,412 0,548 0,663 Meets discriminant validity Y3 0,446 -0,016 0,351 0,696 Meets discriminant validity Y4 0,379 0,422 0,408 0,808 Meets discriminant validity Y5 0,456 0,179 0,452 0,860 Meets discriminant validity Source: SmartPLS 3.0 Output Based on Table 4, show that all indicators have met the criteria of discriminant validity. Muslim-friendly facilities (X1), price (X2, location (X3), and decision to stay (Y) variables are declared to fulfill discriminant validity.

Composite Reability Assessment of composite reliability is done by looking at the output from the view of the latent variable coefficients. From output this, the criteria are seen from two things, namely composite reliability and Cronbach's alpha. The value of composite reliability and Cronbach's alpha value > 0.70 can be said to be reliable (Sholihin and Ratmono, 2013: 73).

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Table 5 Research Instrument Reliability Test Results Variable Reliability Test Description Cronbach's Composite Alpha Reliable Muslim Friendly Facilities 0,803 0,870 Reliable Price 0,784 0,871 Reliable Location 0,829 0,880 Reliable Decision to Stay 0,753 0,845 Reliable Source: SmartPLS 3.0 Output Based on Table 5, it is found that the cronbach’s alpha and composite reliablevalues of Muslim Friendly Facilities, price, location, and decision to stay are greater than seven, so the four variables are reliable.

Inner Model The next step is to carry out a structural evaluation (inner model) which includes testing the fit of the model (model fit). In the model fit test, there are 3 test indices, namely the Average Path Coefficient (APC), Average R-Squared (ARS) and Average Variance Inflation Factor (AVIF) with criteria APC and ARS are accepted with the condition p - value < 0.05 and more AVIF. smaller than 5 (Sholihin and Ratmono, 2013: 61). The fit model indicators are presented in Table 6 below:

Table 6 Model Fit Indices and P-value Model fit P-Value Kriteria Keterangan indices APC (Average Path Coefficient) 0,285 0,012 P < 0.05 Accepted ARS (Average R Squared) 0,443 0,001 P < 0.05 Accepted AVIF (Average Variance Inflation 1,213 Good if < 5 AVIF < 5 Accepted Factor) Source: SmartPLS 3.0 output Based on Table 6 above, it shows the output of smartPLS 3.0 that APC, ARS, and AVIF have met the predetermined criteria. Thus, the inner model can be accepted.

Hypothesis Testing Hypothesis testing is carried out based on the results of the Inner Model test (structural model) which includes the output parameter coefficients and t-statistics (or P-Values). To see whether a hypothesis can be accepted or rejected, among others, by paying attention to the significance value between constructs, t-statistics, and p-values. Hypothesis testing in this study was carried out with the help of SmartPLS (software Partial Least Square) 3.0. These values can be seen from theresults bootstrapping. The rules of thumb used in this study were t-statistic > 1.96.

Flow of Influence Between Variables and Hypothesis Testing Information ttabel : t (0,05 : 36) = 1,96 (Two-way test) X1 : Muslim Friendly Facilities X2 : Price

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X3 : Location Y : Decision to Stay Based on the flow above, the described path coefficients are a tool for testing hypotheses, for more details, one by one describes hypothesis testing based on SEM-PLS analysis using the software SmartPLS 3.0 below:

1. The influence of Muslim-friendly facilities on the decision to stay at three and four-star hotels in the city of Mataram. Based on the calculation of path coefficients (Mean, STDEV, and T-Values), which tested the first hypothesis, namely Muslim-friendly facilities have an effect on the decision to stay at hotels in Mataram city, it is shown that the effect coefficient value is 0.329 with a statistical value of 1.836 while the ttable in α = 0.05 is 1.96 (two-way test). Based on this (the tstatistic is smaller than the ttable), the null hypothesis (H0) is accepted and hypothesis one (H1) is rejected. This illustrates that Muslim-friendly facilities have a positive but insignificant effect on the decision to stay at a hotel in Mataram city. This means that Muslim-friendly facilities as reflected by halal food, prayer facilities, bathrooms with water facilities, and exclusive recreational facilities have a positive but insignificant effect on the decision to stay at three and four-star hotels in the city of Mataram. As in the research conducted by Hariani et al. (2017), Rasyid et al. (2019), Wahdiati, and Sarinastiti (2018) which state how important halal food is. Meanwhile, Yusof et al. (2019), Wahdiati and Sarinastiti (2018) state that halal food, prayer facilities, water availability in toilets, and privacy-oriented recreational facilities are very important for a tourist destination. However Rasyid et al. (2019) stated that prayer facilities had no significant effect, this is in accordance with the results of the study that Muslim friendly facilities, one of the indicators of prayer facilities, did not have a significant effect on the decision to stay overnight.

2. The influence of price on the decision to stay at three and four-star hotels in the city of Mataram. Based on the calculation of path coefficients (Mean, STDEV, and T-Values), which tests the second hypothesis, namely that price affects the decision to stay at a hotel in Mataram city, it is shown that the effect coefficient value is -0.015 with a statistical value of 0.078 while the ttable at α = 0.05 for 1.96 (two-way test). Based on this (the tstatistic is smaller than the ttable), the null hypothesis (H0) is accepted and the second hypothesis (H2) is rejected. This illustrates that price has a negative and insignificant effect on the decision to stay at a hotel in Mataram city. Thus the second hypothesis is rejected. This means that the price is reflected by the price according to the facilities, the price according to the quality of service, and the price competing with an equivalent hotel has a negative but not significant effect on the decision to stay at three and four-star hotels in the city of Mataram. The results of this study are different from the results of research from Desembrianita, and Ruslin (2016), Hartini (2017), Baunsele (2018), Supriyanto, and Taali (2018), Rumambi et al (2019) and Kara et al (2018) which state that price has a significant effect on the decision to stay. While the results of this study are the same as Kavanillah and Ridlwan (2018), and Huda et al (2017) which state that price does not affect the decision to stay.

3. The influence of location on the decision to stay at three and four-star hotels in the city of Mataram. Based on the results of the calculation of path coefficients (Mean, STDEV, and T-Values) which tested the third hypothesis, namely location has an effect on the decision to stay at a hotel in Mataram city, it is shown that the effect coefficient value is 0.493 with a statistical value of 2.786 while the ttable at α = 0 , 05 for 1.96 (Two-way test). Based on this (the tstatistic is greater than the ttable), the null hypothesis (H0) is rejected and the third hypothesis (H3) is accepted. This illustrates that location has a positive and significant effect on the decision to stay at a hotel in Mataram city. Thus the third hypothesis is accepted. This means that location is reflected by being close to the center of government, close to shopping and culinary centers, close to mosques, a safe and comfortable surrounding area, and close to the Islamic Center of West Nusa Tenggara have a positive and significant effect on the decision to stay at three and four-star hotels in Mataram city. This study is in accordance with the results of research from Supriyanto and Taali (2018), Baunsele et al. (2018), Hartini (2017), Kavanillah and Ridlwan (2018), Chandra and Tielung (2015), and Muttaqin and Dhewi (2015) who state that location has a significant effect on the decision to stay at a hotel. Meanwhile, Kara et al. (2018) stated that location has a positive but insignificant effect on the decision of Muslim residents to stay at hotels.

V. DISCUSSION A fact that makes Muslims pay less attention to Muslim-friendly facilities in hotels in the city of Mataram as a contribution to the awards received by the island of Lombok in 2015, 2016 and 2019. In 2015, the island of Lombok was awarded the world's best halal tourism destination and the world's best halal honeymoon AJHSSR Journal P a g e | 422 American Journal of Humanities and Social Sciences Research (AJHSSR) 2021 destination (Hidayatullah.com). Then in 2016 again received an award as the best halal honeymoon destination (suarantb.com). Meanwhile, the Indonesia Muslim Travel Index (IMTI) named Lombok as the best halal tourism destination in Indonesia in 2019. Lombok has met the halal tourism standards of the Global Muslim Travel Index (GMTI), namely Access, Communication, Environment and Services (ACES) (gatra.com ). Seeing the various awards received by the island of Lombok, then in their subconscious mind, Muslim tourists who vacation in Lombok and stay at hotels in the city of Mataram certainly get Muslim-friendly or halal-friendly facilities and services. The main factor that encourages Muslims to decide to stay at a hotel in the city of Mataram is the price according to the quality of service. Providing good service to consumers by a company will create customer satisfaction. If consumers are satisfied, they will make repeat purchases and recommend others to buy at the same place. Therefore, companies must start thinking about the importance of customer service in a more mature manner through quality service, because it is increasingly being realized that service is a vital aspect in order to maintain business and win the competition (Tjiptono, 2004: 145). If the service or service received or perceived (perceived service) is as expected or exceeds customer expectations, then the quality of the service or service is perceived as good, ideal and satisfying. Conversely, if the service received is lower than expected, the quality of the service or service is perceived to be bad (Tjiptono, 2004: 59). Three-star and four-star hotels in Mataram city have a very strategic location, close to the provincial government offices of West Nusa Tenggara, and the Mataram Mayor's office, as well as government offices in Mataram city. In addition, the existence of the Islamic Center is West Nusa Tenggara additional attraction for Muslims to stay at nearby hotels. The location around the hotel where there is a mosque is a factor for Muslim residents to stay at the hotel, especially the three and four-star in the city of Mataram, especially when carrying out Friday prayers, where the mosque can be accessed on foot.

VI. CONCLUSION Based on the data analysis in this study, it can be concluded that the Muslim-friendly facilities has a positive but insignificant effect on decisions to stay at three and four-star hotels in Mataram. Meanwhile, the price has a negative but not significant effect on decisions to stay at three and four-star hotels in the city of Mataram. Meanwhile, the location has a positive and significant effect on decisions to stay at three and four-star hotels in the city of Mataram. This means that the location of a hotel is a major factor for someone deciding to stay at three and four-star hotels in the city of Mataram.

This research is expected to be able to contribute to hotel management in order to adjust to hotel management in accordance with the award that has been received by Lombok Island as the best halal tourist destination. In addition, this research is expected to be able to provide scientific contributions in the field of economics, so that it becomes a frame of reference for further research.

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